B. Cultural dimenions

International communication is a relatively new field of research. It is also interdisciplinary, and so draws on many different areas of investiga-tion. Many of the following ideas come from the USA, where companies were faced with the challenge of finding ways to help people of many different cultural origins to live and work together. After the Second World War there was a realization in business that the USA needed to know more about other cultures if it was to increase its overseas trade. Input also came from the US army, which had been operating in many different countries, and faced numerous intercultural problems.

1. Human nature

At one extreme there are those who think that humans are basically evil, and cannot be trusted. In the middle are people who think there are both good and bad people in the world. At the other extreme are those who see humans as basically good.

2. Man-nature relationship

At one extreme there is the belief that life is determined be external forces, such as God, fate, or nature. In the middle range are those who believe that man should live in harmony with nature. At the other extreme are those who believe that man can control nature.

3. Time sense

This ranges from a tradition-bound, past-oriented view of the world, to a present orientation (“Living for a moment”), to a goal-orientated fu-ture orientation.

4. Activity

At one extreme there are those who think it is enough to just “be”. In the middle are those who look for inner development and at the other ex-treme there is action orientation, with a belief in working for rewards.

5. Social relation

This range from a belief that there are natural leaders and natural fol-lowers, to an orientation towards collective decisions, to individualism, and a belief in equal rights.

Non-verbal communication

Non-verbal communication can differ between cultures. Body language (kinesics)

Some gestures are used by all British and American people. Many are appropriate only in informal situations; others are considered rude. Some people make many gestures when they speak, so they are sometimes said to talk with their hands. A facial expression, such as a smile or a frown, often makes it clear whether a gesture shows approval or disapproval, pleasure or impatience. Some gestures have several different meanings, depending on the context.

Head

People nod to indicate 'yes'. Sometimes people nod repeatedly during a conversation to show that they agree with the speaker. Nodding at somebody can indicate that it is their turn to do something. You can also nod towards somebody or something instead of pointing with your finger.

Nodding to somebody while you are talking to someone else shows that you have noticed them.

Shaking the head from side to side means 'no'. When somebody makes this gesture with their eyes wide open it indicates disbelief. If there is a slight smile then the person is also amused. If somebody shakes their head and keeps their mouth closed it suggests that they are annoyed.

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